What is Google Ads (formerly Adwords)?

Among the numerous methods of reaching customers on the internet, Google Ads (formerly AdWords) stands out. This is an advertising system created and directed by the undisputed leader among search engines. It allows you to reach your customers through various channels and, most importantly, to tailor your message to a specific target group.

Google Ads - what is it?

Anyone who has searched for something on Google or watched a YouTube video at least once has probably had to deal with Google Ads. Reklamy appear directly in the search engine in response to a user query . If you see the word 'advertising' directly next to a page address, this means that the owner of the site in question is using Google AdWords.

Another place to present your business to internet users is YouTube. The ad can either be displayed as a video (preceding or appearing during the video) or as a banner. In some ways, therefore, it resembles a traditional TV commercial, but only seemingly! Here the message is targeted at a specific audience .

How does the Google Ads system work?

It is important to know that the appearance of a particular ad via the Google Ads system almost never happens by chance. Google's algorithms are always responsible for it. What does this mean? The mechanism tries to combine the search term entered in the search engine with the phrases selected for the campaign by the site owner .

With this function, you have a huge influence on whether you reach those who are actually interested in your product or service by purchasing an ad. What's more, you can also exclude certain words or phrases, e.g. if you feel that they do not adequately reflect the nature of your business or are not directly related to the products you offer.

How long do I have to wait for results?

A huge advantage of this programme is the possibility of reaching customers almost immediately once they have started using it. This is why many businesses that are at the beginning of their journey use Google AdWords. What does this mean for fledgling businesses? Participation in this programme makes it easier to start building your brand and its recognition, and also ensures a flow of customers who are eager to click on the advertised link. This is very important for online business, especially in the first few months, as you have to wait much longer for results from traditional SEO.

Google Ads - how much does it cost and how is it billed?

With Google Ads, it is possible to pay only for a specific result, e.g. a user clicking on a link to our website. This is an innovative model that avoids spending large sums of money on promotion if it has no measurable effect.

We can flexibly adapt your budget to your current resources and expectations . What's more, the system will tell the user the estimated number of customer enquiries they will receive by spending a given amount on advertising.

Is it worth using a specialist?

The most difficult part may be appropriate campaign set-up - so that you don't lose your entire monthly budget in the first few days, but also so that you don't select overly frugal rates that limit the effectiveness of your advertising. If you do not feel confident in this matter, contact one of the interactive agencies. Industry specialists will show you the best solutions in terms of keywords and phrases, as well as other campaign parameters.

Google Ads for online shop

One of the favourite options of online shop owners is PLA (Product Listing Ads). With this function, when a user searches for a particular phrase, he or she can see the images, name and prices of the product in the various shops at the top of the results.

Very often, clicking on an image is tantamount to being ready to place an order "here and now". Internet users love all kinds of comparison sites for products and services. The PLA works on a similar principle, directing the user to the pages of individual shops.

Google Ads and the target group

Target group modelling is one of the greatest strengths of the Google Ads system. Before your advertising campaign starts, you have the opportunity to define precisely to whom you want to address it . In addition to the - previously mentioned - key phrases, you also select the geographical area, as well as the age or gender of your potential customers. You can set up the programme in such a way that your message is targeted at those interested in a specific topic . Google determines users' preferences based on their search terms, for example. In Google Ads, you also have the chance to choose whether you want your ad to display on all devices, or perhaps only on smartphones or only on computers.

Statistics - how to use them?

Thanks to powerful analytical tools, you can keep track of the results of your actions in real time. You will find out, among other things, how many times the advertisement was displayed , how often users click on it and what is the average cost per click .

In this way, you will check whether the prepared content meets the interest of internet users and whether the investment in Google Ads brings the expected returns. A low score, on the other hand, will be a "warning light" informing you that you need to change your campaign parameters.

Advertising with InPost - interesting ideas to promote your business

Google Ads campaigns are not everything when it comes to promoting your product, service or company . With InPost you can also establish advertising partnerships that will strengthen your brand's position in the industry. We offer both online and outdoor activities so that everyone can find something for themselves. How do you promote your e-shop with us?

If you are interested in online activities, one of our proposals is banner campaign on the InPost website. Your ad can be placed on the homepage, in the Parcel Manager or the Find a Parcel Machine® tab. The size of the ad depends on the placement you choose. Regardless, your message will reach a wide audience base.

Another option is for people who want to reach out to users of mobile devices . We offer the sending of PUSH notifications in the InPost Mobile app. In this case, we offer the option targeting by location and product categories . Clicking on the message will redirect the user to your shop page, for example.

We have accumulated several million unique users of the newsletter, which also serves as a marketing tool. As part of our mailing, we can send promotional material to recipients talking about your brand, a new product range or an attractive promotion.

We also have interesting options for supporters of traditional marketing in the public space . The wrapping of parcel machines is growing in popularity. We will place your advertisement on at least four perfectly lit 24-hour columns. The material will reach not only box users, but also passers-by. Our machines are located in highly frequented locations, so you will easily make yourself known to potential consumers.

Our offer also includes the display of advertisements on the displays of your parcel machines. We can place graphics on the welcome, authorisation or farewell screens. They will be seen by the many customers receiving and sending parcels via the boxes.

A creative option for promoting the range is sampling products. Eagerly we will place samples of your goods or their full-size versions in the lockers of our machines . This will raise the profile of your business and make potential customers aware of your offer. This may prompt them to place orders themselves, which will increase conversions on your website.

If you are interested in any form of advertising in particular or are not sure what to opt for, please write to us via the contact form. We will be happy to answer all your questions, dispel your doubts and together we will take your advertising strategy to new heights!